• by Wayne Friedman , January 28, 2016

Longtime infomercial TV producer Cannella Response Television has acquired the parent company of programmatic TV advertising unit AdMore. Cannella will buy Media Properties Holdings, which includes holdings in AdMore and short-form direct-response company REVShare.

Financial terms were not disclosed.

AdMore has access to TV advertising inventory from more than 1,700 local broadcast stations, national cable networks, cable systems, cable interconnects and program syndicators.

Recently, AdMore struck a partnership with the programmatic ad tech company the Rubicon Project, adding national/local TV station clients inventory to its order platform. This includes traditional desktop and mobile devices, venue advertising in malls, elevators and lobbies, and digital and static billboards.

AdMore also has a partnership with TubeMogul’s programmatic platform.

Media Properties Holdings also operates Lead Generation Technologies, which creates TV spots that generate sales leads through an online bidding system.

Tony Besasie, president of Cannella Response Television, stated that the Cannella and MPH cultures are "rooted in innovation and accountability." Both organizations are "hyper-focused on media aggregation and data management to drive business results.”

Cannella Response Television investors include ZMC, Palladium Equity Partners and Veronis Suhler Stevenson. Founders Frank Cannella started the company in 1985.